The evermore frenetic U.K. property market continues to bubble with the announcement of a new launch, U-rooms.com, for the rental market.

The new site promises  “an intuitive and interactive multichannel service that will enable them to build a highly personalised search profile that will deliver property shortlists anywhere, anytime, via the PC or mobile and making use of the latest social-networking sites.” 

Owners Michael Peirce, (formerly CTO with LastMinute.com) and  Mark Davies (former head of online strategy for Unite) say that they see the move as a logical progression of online business: “This market is the last bastion of the high street that hasn’t been disrupted as other verticals such as travel, retail and music have, and we aim to change that since we have experience in all of them,” according to Peirce, who added that “4.9 million U.K. properties or rooms will become available to rent in 2010 but the property rental sector has yet to fully grasp the potential of the Internet and its ability to match landlords with their tenants.”